Sony Music U.K. has appointed 20-year industry veteran Azi Eftekhari COO, a role in which she'll report to Sony Music U.K. & Ireland Chairman/CEO Jason Iley. She replaces Nicola Tuer, who exited last year.

“Azi has a depth of experience straddling the world of music, tech and culture combined with commercial acumen and I am delighted that she is joining the team," said Iley.

“I'm so grateful to Jason for his faith in me, and for the chance to join the brilliant team at Sony Music," added Eftekhari. "He's built an exceptional, future-facing company and I look forward to playing a part in continuing to champion the incredible roster of artists."

Eftekhari joins Sony Music following two years as co-president of Universal Music's Catalog Division, where she oversaw campaigns for The Beatles, Elton John, Amy Winehouse, The Rolling Stones and the Spice Girls.

Prior to that, Eftekhari was head of Label Relations at YouTube, where she led the launch of YouTube Music in Europe and brokered the first deal to make YouTube the official digital partner of The BRIT Awards.

She previously co-ran a creative agency, Remedy Inc., drawing on her expertise in record labels, artist management and digital platforms.

Eftekhari began her music career working with Iley at Mercury Records as director of Digital and Publicity, in which capacity she was instrumental in campaigns for artists including U2, Justin Bieber, Rihanna and Chase & Status.

She has also served as a board member for the Official Charts Company and the Entertainment Retailers Association.